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How Che Fico Alimentari Lowered Their Menu Prices

This San Francisco restaurant revamped their menu and operations to become more approachable — while still maintaining profits.

9 min read
2024-01-04
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As restaurants continue to face challenges with inflation, labor shortages, and supply chain disruptions, most operators are not looking for ways to lower menu prices. But Matt Brewer and David Nayfeld, the team behind Che Fico Alimentari — the more casual, downstairs counterpart to the Michelin-approved Che Fico — realized their splurge-level prices weren't reflective of their original mission. They decided to examine their food costs and kitchen operations, and ultimately came up with creative ways to improve efficiency and lower menu prices. 

According to Brewer, a co-owner, this pivot is the result of “creative thinking for the food industry at a time when it’s required.” 

A buzzworthy beginning

Brewer and Nayfeld opened Che Fico — pronounced kay-feeco and Italian for “what a fig,” or slang for “how cool” — in San Francisco in 2018, bringing a farmers’-market–driven, rustic Italian menu set in an undeniably dope dining room on Divisadero Street. 

The allure was understandable, not only because it quickly garnered Michelin approval and an Instagrammed visit by Gwyneth Paltrow. Nayfeld hails from the kitchens of Michael Mina, Joël Robuchon, Albert and Ferran Adrià, Gordon Ramsay, and more. He’s also a pizza pro certified by Associazione Verace Pizza Napoletana. All to say, Nayfeld doesn’t do anything halfway, and it shows in his housemade salumi, antipasti, hand-rolled pasta, sourdough-kissed Neapolitan pizzas, wood-fired entrées, and farm-fresh sides.  

Since opening, Che Fico has repeatedly reaffirmed its cool factor by championing industry-leading initiatives around equitable pay, profit sharing, and dining scholarships as well as opening its sister restaurant, Che Fico Alimentari. 

When Alimentari first opened in 2019, the space (in the annex downstairs from Che Fico) quickly became a popular, more affordable panacea for diners who wanted to experience Chef Nayfeld’s exquisite cooking but couldn’t get reservations at Che Fico. 

Its menu was equally masterful but more approachable (“alimentari” means food, or groceries). On it were 30 to 40 dishes similar to Che Fico — think housemade salumi and bread, cheeses, antipasti, and a collection of seafood, housemade pastas, and roasted meats. But if the $27 bucatini upstairs was graced with sea urchin, nigella seeds, and spring onions, Alimentari’s bucatini was a more homey — and still exceptional — option, an $18 cacio e pepe. 

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Unintentionally becoming a splurge

This symbiotic relationship between Che Fico and Che Fico Alimentari worked, until COVID hit.

“We did everything to survive. We went from doing a charitable project, where the type of food didn’t matter and we were just trying to feed people, to moving to to-go only, to having different meal periods and growing into a CPG where we launched our tomato sauce,” Nayfeld explains. “After the pandemic came to an end and we reopened, we had gone through all these iterative steps along the way and it became clear that, as it was, Che Fico and Che Fico Alimentari weren’t different enough.” 

Case in point: that cacio e pepe at Alimentari. After COVID, it came back on the menu with housemade tonnarelli — and a $27 price tag to offset the dramatically rising costs of benefits, labor, and ingredients. Alimentari had unintentionally morphed into more of a splurge than an everyday restaurant. “We’d forgotten our true north,” Nayfeld says.

Matt Brewer

"We realized if we truly wanted to be an accessible neighborhood place you could go twice a week, we needed to make it more affordable and approachable, expand the selection of the menu that people were really attracted to, and lessen the high cost in labor and ingredients."

Matt Brewer, Co-Owner, Che Fico Alimentari

“We realized if we truly wanted [Che Fico Alimentari] to be an accessible neighborhood place you could go twice a week, we needed to make it more affordable and approachable, expand the selection of the menu that people were really attracted to, and lessen the high cost in labor and ingredients.” 

Finding creative efficiencies in the kitchen

Brewer and Nayfeld took a close look at their food and operations to streamline both. Pasta and pizza were consistent bestsellers, so they focused on that, revising the menu to feature six pizzas and eight pastas, plus a shortlist of their beloved house-made breads, antipasti, and secondi items. 

“If you have fewer things and you go through more of them, you can get better prices,” Nayfield says. Yes, bulk-buying is more cost-effective for restaurants too — except for top-quality produce, which remains pretty pricey regardless. 

Then they looked at labor and did some math. It turns out it takes 30 minutes and a more experienced, higher-paid staff member — i.e. a sous chef — to make 20 orders of hand-rolled tagliatelle, but only 20 minutes and a less experienced, less expensive kitchen player to extrude 100 orders with an in-house machine. Both versions of the tagliatelle use the same quality ingredients, but extruding delivers the same great taste and texture with far more efficiency and lower labor costs. It was the better option. With that, higher-touch pasta became reserved just for the upstairs menu. 

Taking advantage of the overlap of ingredients across the menu combined with savings in labor and waste translated to tangible cost cuts for the restaurant, and consequently, its guests. Today, Alimentari’s cacio e pepe — made with tubular mezze maniche and featuring Pecorino, which also appears on the Quattro Formaggi Pizza — goes for $20, and it’s as delicious as ever.  

The biggest changes are both in the diner’s favor: The first is lower prices — most menu items, like the irresistible focaccia with sides of whipped mascarpone and olive oil, lemony insalata verde, and famed lasagna, are now priced in the low- and mid-twenties rather than the high twenties and up. The second is greater access: The restaurant now takes delivery orders a half an hour before opening to accommodate families with young diners.  

Most menu items, like the irresistible focaccia with sides of whipped mascarpone and olive oil, lemony insalata verde, and famed lasagna, are now priced in the low- and mid-twenties rather than the high twenties and up.

Staying ahead of diners' expectations 

As Brewer, Nayfeld, and their team continue to lead and experiment in the brave new world of restaurant operations, they will surely come up with more creative initiatives, though it’s likely not all of them will be universally embraced. For example, some diners aren’t thrilled with their 10-percent in-house dining fee, which was created to support full-service dining, living wages, and business stability in a notably unstable environment (if you order in, you skip the charge). 

But so far customers are very receptive to the new Che Fico Alimentari. "We've had an amazing response. People are talking about the menu and are excited and appreciative of the changes," Brewer says. Our community agrees. As one online review states: "Delivery from Che Fico is one of those moments when the SF rent or mortgage suddenly feels 100% worth it."

Wondering how to optimize your menu for delivery? Read our blog post 11 Tips to Design a High Performing DoorDash Menu and visit the Learning Center to find out how to make the most of your DoorDash partnership. 

Photos courtesy of Che Fico

Author

Erika Lenkert

Erika Lenkert

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